cultural values and consumer behaviour the case …
TRANSCRIPT
CULTURAL VALUES AND CONSUMER BEHAVIOUR
THE CASE STUDY OF BRARUDI S.A
IN BURUNDI
BY
NININAHAZWE LYDIA
REG NO: BMM/41270/91/DF
A RESEARCH REPORT PRESENTED TO THE SCHOOL OF BUSINESS
AND MANAGEMENT FOR THE AWARD OF BACHELOR
OF MARKETING AND MANAGEMENT
KAMPALA INTERNATIONAL
UNIVERSITY
APRIL 2012
DECLARATION
I Nininahazwe Lydia, hereby declaration that all this research project report is
original and has not been submitted for any award to any institution and
i 9104/2012
NININAHAZWE LYDIA
APPROVAL
This research report has been submitted for examination with my authority as a University supervisor.
Signature: .~!f.:::::-.~ .................. Date: i/~ I 04/2012
D'R GULEBYO MUZAMIR SAID
ii
DEDICATION
To almighty GOD, with him everything was possible for me.
This research project report is dedicated whole heartedly to my father and my
mother for your continuous support and encouragement, for being there for me
and your love. Also to all my sister and brother for your moral support and love
forme
iii
ACKNOWLEGEMENT
My sincerely thanks go to first of all to almighty God who always listen my
prayers, protect me carefully during my studies and continue to guide me
I thank with all my heart my beloved parents for their support and
encouragement for being there for me whether financially or morally and their
greatest love and I thanks also sincerely my brother Thibaut and my sister
Bernice for their moral support and love for me.
Thanks also to my supervisor for who tirelessly spared his time to help me, all . .
the employees of BRARUDI for their cooperation and attention which enabled
me to complete this research successfully.
Thanks classmates and friends who have been instrumental in my struggle to
reach this point especially the following: Patience, Sarah, Irene, Odeth,
Innocent, Happy and Godfrey.
Lastly, I acknowledge the contribution of the lecturers of KAMPALA
INTERNATIONAL UNIVERSITY during my three years.
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TABLE OF CONTENTS
Contents
DEDICATION ...................................... .................................... .... .. ........................... ii
ACKNOWLEGEMENT ......... .............. .... .... ............................................................... iv
TABLE OF CONTENTS ................................ ................ ................ ..... ................ ...... .. v
CHAPITER ONE •.••...•........•............................................ ............................................................. . 1
1.0 PRESENT.ATION OF BURUNDI ............................................ , ............. ...... .. .......... 1
1. 1 Background of the study ............. ...................................................................... .. 1
1.2 RESEARCH PROBLEM ............. ...................... ... ..... ................................ ....... ... .. 2
1.3 PURPOSE OF THE STUDY ............ .. .. . ..... ... .......... ................... .. .............. ... ...... ... 2
1.4 Specific objectives of the study .. .. ....... .... .. ... ............. ............................... ............ 3
1. 5 Research question ... ... ............. ..... ..... ..... ..... .... ................... ..... ........................... 3
1.6 subject and time scope .................. ................................. ... .... .. ... .. .. .... ....... ..... .... 3
1. 7 significance of study ... ..... .... ...... .. ....... ...... ... ........ ....... ... ... .... .. .......................... .. 4
CHAPTER TWO .............. .................... .............. .. ............... ...... ............. .... ............ ... 5
2 .0 Introduction ......... .. ................ ............... ..... .......... .... .................... ........ ............ .. 5
2.1 Defmitions ................ ............................ .... .................. .. ......... .......................... .. 5
2.2 Concept of cultural values .... .. ............. .. ............... .. ..................... .. ..................... 6
2.2.1 Characteristics of culture .................................... ............................... .............. 6
2.2.2 Cultural values include the following ............................... ... .... ......... ..... ... ... .... .. 7
2.2.3 Core values and secondary values ... .. .......................... ....... ... ..... ............. ....... .. 9
2.2.4 Persistence of cultural values .. ................. .................. ....................... ............. 10
2.2.5 Dynamics in culture ...... .......... ..... ..... .. ........ ... ....................... ..... .... .. ....... ..... . 11
2.2.6 Variations in cultural values ......... .. ... .. .... .... ........ ... ... ...................... ...... ...... .. 12
2.2.7 Key areas for developing a cross-cultural value marketing strategy .................. 14
2.2.8 The following are cultural values of relevance to consumer behaviour ..... ....... .. 16
2 .3 The concept of buying behaviour ...... .................................................. .... ..... ..... . 17
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2.3.2 Types of consumer behaviour .................... .................................................. .. . 19
2.4.3 Stages in consumer decision process .............................................................. 21
2.3.4 Roles of consumer .................................................................. .. ..................... 23
2.4 Relationship between cultural values and consumer behaviour .............. ........ .... 23
2 .5 Other factors offer consumer behavior
2.5.1Social factors
2.5.2 Personal factors
2.5.3 Psychological factors
CHAPTER THREE .... . ........................................ ...... . ..... ........................................ 30
3.0 METHODOLOGY ....................................... : .. .................................................... 30
3.1 Research Design ............................................................................................... 30
3.2 Survey population ... ...... .................. ... ........................... ... ................. .. ............. 30
3.3 Sampling ............................. ... .................. ....................................... .. .............. 30
3.3.1 Sampling procedure ...... .. .. ............... ....... ....... ... ..... ........................................ 30
3.3.2 Sampling frame ..... ......................... ..... ..... ................. .......... ........... ............... 31
3.3.3 Sample size ............................... .... ... ..... ............ .......................................... .. 31
3.4 Data collection, source, methods instrument ................ .. ...... ...... ...... .......... ....... 31
3.4.1 Primary data ......... ... ........................... .................... ............................. ......... 31
3.4.2 Secondary data ................. .. .................................. ... ..................................... 32
3.4.3 Interview .......... .......... ....... ............................................ ......................... ....... 32
3 .4.4 Questionnaires .............................................................................................. 32
3.4.5 Observation ........................................ .... ........... ............................................ 32
3.5 Data processing and analysis ... ............. ............... ..... ...... .. ....... ... ........ .... ......... . 32
3.6 Limitation of the study .................................................. ......... ............. ..... .... .. .. 34
CHAPITER FOUR .... . . . ............... . .. . .... . ........ . .. .. ................. ................... ........ . ......... 35
4.0 Presentation and discussion of the findings ....................................................... 35
4 .1 General information for respondents ........... .... .................................................. 35
4.1.2 Age distribution ................... .. ................ ....... .......... .......... .......................... ... 36
4 .1.3 Income distribution ....................... ..... .... ..... ........... ............................ .... ....... 36
4 .1. 4 Work experience ...... ..................... .. .... ... .............. ......................... ................. 37
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4.2 Specific findings ........... . .... ...... .... .............. ....... ................. ... .... ....... ... ... ... ... ..... 38
4.2.1 Responses on problems faced by BRARUDI S.A ..... ....... ...... ... ........... .... .. ....... . 38
4 .2.2 Responses on how to solve problems hindering smooth ... .......... ........ .. .. ..... .... . 39
4.2.3 Responses on social economic factors ... ..... .... .. .... .. .... ............ ......... .. ... .... ..... .. 39
4.2.4 Responses on consumer behaviour of people ..... .................. ......... ... ......... ...... 40
4 .2.5 Responses on BRARUDI S .A .... ............. ....... ......... ...................... ... .. ... ..... .... ... 41
4 .2 .6 Responses on customer value .. .. ...... ......... .. .............................. .. .......... ....... .. 42
4 .2.7 Responses on whether cultural values effect behaviours of customers in BRARUDI S.A ... .................. .... ............... ....................................................... ... .. ..... 43
4.2.8 Responses on whether there is the relationship between cultural values and consumption of products ......... ........ .................. .... ... ....... .. ...... ..... ....................... ... 43
4.2.9 Responses on whether customers are available an increasing .................. ..... : .. 44
4.2.10 Responses on whether employees value traditions of customers ............. .... ... 44
4 .2. 11 Responses on how to promote BRARUDI's products .... .. ..... ....... ...... ....... ..... .. 45
CHAPTER FIVE ....... ..... ..... . ........ .. .. ... ...... ... .... .... .... ....... .............. ............. .. ....... .... 46
5.1 Summary ....... .... ....... ... . ... ...... . ....... .. .. .... .. ... ......... .... ........... .. ........ ..... ..... ... .... .. 46
5.2 Conclusion ..... ... .. ..... ..... ..... .... .. .. ... ...... .... ..... ... ..... .... .. ... .... .. .................... ... ... ... 46
5.3 Recommendation . ........ .. ............. .... ... .. ..... ............ ..... ............ ..... ............ .... .... .. 4 7
References ........... .. ........... ... ... .. .......... .. .......... ..... ....... .... .......... ......... .... .. .. ..... ... .. .. 48
Appendix 1 ......................... ..... .......................... ... .... .......... .... .... ...... ..... ..... .. ......... 49
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ABSTRACT
The study was set on consumer behaviour and cultural values in BRARUDI S.A
The objectives were to establish the different cultural values affect consumer
behaviour of people in BRARUDI S .A, the relationship between the cultural
values and consumer behaviour of people in BRARUDI S.A and also to
establish other factors that offer consumer behaviour.
The methodology used were research design, survey population and sampling
Research design referred to collect enough information from respondent's
questionnaire.s, observations and direct interview and suryey population was
based on management, employees and clients of BRARUDI S .A and lastly the
researcher used stratified random sampling technique in selecting the sample
of 20respondents out of 500employees
The researcher conclude that the positive attitudes towards the BRARUDI S.A
are also important to consumer behaviour after sale product offered to
customers increase in the number of customer, adequate and educated labour
force available and provision of information to products provided
The study concluded that cultural values affect consumer behaviours of people.
There following are recommendations based on the study finding: there is need
for expansion of BRARUDI S.A operations either through branches or outlets,
the BRARUDI S .A should produce more various products, the company should
also develop the system of distribution
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CHAPITER ONE
1.0 PRESENTATION OF BURUNDI
It is a landlocked country in the Great Lakes region of Eastern Africa bordered
by Rwanda to the north, Tanzania to the east and south, and the Democratic
Republic of the Congo to the west. Its capital is Bujumbura. Although the
country is landlocked, much of the south western border is adjacent to Lake
Tanganyika.
1.1 Background of the study
BRARUDI means Breweries Limonaderies of Burundi; it is primarily a
brewery, two factories: one in the capital Bujumbura and the other one in
Gitega the center of the country
Breweries and Limonaderies, there is also lemonade. Thus Bujumbura has a
production unit which enables the company to manufacture and bottle,
licensed Coca-Cola soft drinks.
BRARUDI S.A is about 500 employees, two production sites in Bujumbura and
Gitega, two shareholders Heineken NV and the State Burundians. This product
is also 12 Primus, Primus pressure, Amstel 65 Cl, 33 Cl Amstel, Amstel
pressure, Amstel Bock, Coca-Cola, Fanta Lemon, Fanta Orange, Schweppes
Soda, Schweppes Tonic and imported Heineken.
It's a production capacity of about 100,000 bottles per hour with two modern
and fully automated lines and a semi-automatic line.
An extensive distribution network with over 200 direct customers, deposits and
SSD (Strategic Sales Depots) throughout the country, a cart of 12 trucks and
22 trailers direct delivery trucks
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SSDs (Strategic Sales Deposits), part of our policy of proximity to
consumers
Since 2002, BRARUDI S.A has embarked on a policy of building strategic sales
deposits. These deposits managed by customers, BRARUDI S.A guarantee
products to consumers at the right price. In return for the construction of
these deposits and their delivery produced by BRARUDI S.A, the managers of
these SSDs have an obligation to respect our recommended prices. Their
location, on the whole territory, a result of such filings effective control
measures against speculation.
1.2 PROBLEM STATEMENT
Whereas BRARUDI spent a lot of money and time on developments in services
like promotion, relationship marketing, customers care skills, manufacturing
and advertisement. There is growing resentment in consumer behaviour as
cultural values is evidently lacking customer loyalty is in ruins, negative
attitudes towards the BRARUDI relating to cultural issue prevails and it is
difficult to point out to how exactly the cultural values are influencing a
person's consumer behaviour.
Under normal circumstances, cultural values influence day to day life and have
impact on the consumer behaviour in BRARUDI say life styles, personalities,
attitudes, perception, norms, beliefs and motives, cultural values are for the
most important factor affecting consumer behaviour of people.
1.3 PURPOSE OF THE STUDY
The general purpose of study was to find out the effect of cultural values on
buying behaviours and the relationship between the two in BRARUDI S.A.
2
1.4 Specific objectives of the study
.To establish in different cultural values affect consumer behaviours of people
in Bujumbura .
. To establish the relationship between the cultural values and consumer
behaviour of people in Bujumbura
. To establish other factors that offer consumer behaviour in Bujumbura
1.5 Research question
. How do the different cultural values affect the consumer behaviours of people
in BRARUDI S.A?
. What is the relationship between cultural values and consumer behaviours in
Bujumbura?
. What other factors are responsible for the consumer behaviour in
Bujumbura?
1.6 subject and time scope
The study was specifically on effect cultural values and consumer behaviour
geographically, the study was carried out in BRARUDI S.A
The study was also cover a specific period of four year 2001-2005
3
1. 7 significance of study
• The findings will help the company of BRARUDI in coming up with good
marketing strategies
• The study will act as a guide to future researchers and organisations that
would want to learn more about cultural values
• To researcher, this study shall help the researcher to acquire knowledge and
fulfil the academic requirements for the award of bachelors' degree in
marketing management .
. The policy makers e.g government
4
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 Introduction
This section look at definitions of key terms, Concept of cultural values,
Characteristics of culture, the concept of buying behavior, relationship between
cultural values and consumer behaviour
2.1 Definitions of key terms
Culture; is way of living that distinguishes one group of people from another.
Culture is; learned and transmitted from one generation to another.
Values; Relatively enduring beliefs that serve as guides for what is considered
appropriate behaviour and also accepted by the members of the society.
Consumer: an individual, group or entity that utilizes the output of self or
another.
Behaviour: refers to one's actions, deeds, conduct or manners
Consumer behaviour: is defined as the behaviour that consumers display in
searching for, purchasing, using, evaluating and disposing of products,
services and ideas that they expect will satisfy their needs.
Source: Hawkins et al(l989)
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2.2 Concept of cultural values
Belch and Michael A.(2004) said that another aspect of culture that is very
important for international markets to understand is values. They define
cultural values as beliefs and goals shared by members of a society regarding
ideal and state of life and modes of conduct. This implies that society shapes
consumer basic values which affect their behaviour and determine how they
respond to various situations and help to understand consumer behaviours.
Hawkins et al (1989) added that cultural values are widely held beliefs that
affirm what is desirable. These values affect behaviour through norms with
specific situations and that a useful approach to understanding the values
embraced by different cultures to satisfy their needs.
In agreement with the above Gupta and Sumitra Pal (2001) assent that cultural
values are widely held beliefs that endure over time. Culture values are criteria
for the consumer's buying behaviour.
2.2.1 Characteristics of culture
By Asifo (2004) characterize the culture into 3 types
Culture is learned response
This is the important destination between human nature and animal nature.
In case of man, in respective of caste, creed, religion, gender and status, is
continuously learning and evolving with time. A marketer faces a "learned"
consumer who has learned from his environment family, friends, society.
Through consumers are perpetual learns learning process is more prevalent
and fast in earlier years of life. Learned values from earlier period from the
"core values" of individuals. These are the values accepted and internalized by
consumer say marriage is seen a union of two this is core cultural value.
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Shared Cultural
Culture acts like an umbrella under which people share a common heritage
and a common way of life. One person cannot from a culture. It is essentially a
group, rather a large group phenomenon. Culture is a group custom that links
together the members of the society. Whether it is the common food, habit, the
way people dress, the language they speak and the way it is spoken the dialect,
are all common cultural components that are shared by all in society, social
institution like family help to pass on the culture, making possible the sharing
aspect. Enculturation of culture is most effectively done through the family,
learning of market related values and habits like taste, preferences,
personality, attitude, some of which go on to form the core values.
2.2.2 Cultural values include the following
Probably one of the most important varied aspects of culture is a culture's
ba sic values. These basic values provide us with guidelines as to what right
and wrong or good and bad in a given situation. Values vary access cultures
and set broad boundaries with which lifestyles evolve.
Terminal values (end-states of existence)
*A comfortable life (a prosperous life)
* An exciting life (a stimulating active life)
*A sense of accomplishment (lasting contributions)
*A world of peace (free of war and conflict)
*A world of beauty (nature and arts)
*Equality (brotherhood, equal opportunity)
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*Family security (taking care of loved ones)
*freedom (independence, free choice)
*Happiness (contentedness)
* Inner harmony (freedom from inner conflict)
*Mature love (social and spiritual)
*National security (protection from attack)
*Pleasure (an enjoyable, leisurely intimacy)
*Salvation (saved eternal life)
*Self-respect (self-esteem)
*Social recognition (respect, admiration)
*True friendship (close companionship)
*Wisdom (a mature understanding of life)
Instrumental values (modes of conduct)
*Ambitions (hardworking, aspiring)
*Broadminded (open minded)
*Capable (complete, effective)
*cheerful (light hearted, joyful)
* clean (neat, tidy)
*courageous (standing up for your beliefs)
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*Forgiving (willing to pardon others)
*Helpful (working for other welfare)
*Honest (sincere, trustful)
*Imaginative (doing, creative)
*independent (self-reliant, self- sufficient)
*Intellectual (intelligent, reflective)
*logical (consistent, rational)
*loving (affectionate, tender)
*Obedient (dutiful, respectful)
*Polite (courteous, well mannered)
*responsible (dependable, reliable)
*Self-controlled (restrained, self-discipline)
Source: Asifo(2004)
2.2.3 Core values and secondary values
Mahens(2002) gave the difference between core values and secondary values •
Core values and beliefs are passed on from parent to children and passed and
are reinforced by schools, churches, business and government. Out of many
cultural values to one which dominates a person's way of behaviour as in
buying is known as core value which are not statistic. Core values of some
group in a given society will evolve with time but some core values are relatively
9
statistic and stand to text of time for example belief in God, having family ties
even when fully grown up and respecting aged people.
On the other hand, secondary values and beliefs are more open to change.
Believing in marriage is a core belief, believing that people should get married
early in secondary belief. Marketers have some change of changing secondary
values and in western world. Cultural values concerning certain habits such as
drinking and smoking have changed.
Basing on above, there are two types of cultural values as below:
(a) Instrumental cultural values
(b) Terminal cultural values
2.2.4 Persistence of cultural values
People in any society had certain per sting core beliefs and values.
For example, most Americans believe in working hard and getting married,
being honest, beliefs that shape more specific attitudes and behaviours
found in everyday life. Core beliefs and core values are passed on from
parents to children and are reinforced by churches, schools and business
and government. Throughout much of western world. Cultural values
concerning certain personal habits such as drinking and smoking have
changed. Today, society approves the use of alcohol but has called for
increasing responsibility on the part of those who drink and those who sell
and serve alcohol beverages
Cultural norms and cultural prohibitions affect the managerial roles in ways
quite different. Those are complicated and require constant supervision.
Marketers have some chance of changing secondary values but little chance
of changing core values. Persistence the non profit organization mothers
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against drunk drivers does not try to stop the sale of alcohol, but it does
promote the idea of appointing a designated driver who will not drink.
A growing child for example to united states of America is exposed to the
following values; achievement and success, activity, efficiency and
practically, progress, material comfort, individualism, freedom, external
comfort, humanitarianism and youthfulness.
Secondary cultural values; shift through time say impact on young people's
hairstyles, clothing, sexual norms, and life goals. Today's young people are
influenced by new heroes and new activitie~ say sports.
Each culture consists of subcultures like religions, nationalities, facial
groups and geographic regions.
2.2.5 Dynamics in culture
According to Kolter P(2003), Out of the characteristics, the dynamic nature of
culture is by far the most important characteristic of culture. In all the
characteristics seen above namely learned, adaptive and shared, one common
thing that has emerged is the dynamic nature of culture. From marketer's view
of point also it is the most important characteristic. It is because culture is
changing and can be changed, marketers can play a significant role in
influencing the culture and moved consumer buying behaviour according.
Culture reacts to almost all kinds of changes in society, weather it is technical,
demographic, climatic, political and others. Since all of them play an important
role to influence culture, finding out how culture is changing becomes difficult
to measure.
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2.2.6 Variations in cultural values
From those sets of values, a useful approach to understanding cultural values
embraced by different cultures.
Richard(2005) said that there are values that affect consumer behaviour and
are classified as below.
Other-oriented values. These reflect society's VIew of the appropriate
relationships between individuals groups within that society. The relationships
have impact on marketing practice say if society values collective activity
consumer will look toward others for guidance in purchase decisions and will
not respond favourably to be individual promotion appeals.
Self-oriented values: these prescribe a society's relationship to its economic
and technical as well as its physical environment. As a marketer, you would
develop a very different marketing program for a society that stressed a
problem solving risk-talking.
Performance oriented approach to its physical environment that you would for
a fantastic security and stations-oriented society.
Self oriented values reflect to objectives and approaches to life that the
individuals members of society find desirable and these values have a strong
implications for marketing management like acceptance and use of credit is
very much determined by a society's position on the value of postponed versus
immediate gratification
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- ---- ·-~~-=--"-~-=~·~~ - --...---- - . - -- . - - - - - ---
Figure 1: showing cultural variations in value system
Orientation
Human nature
Range
Evil (changeable
or unchangeable:
most people are
basically evil and
Mixture of good Good (changeable)
and evil most of people are
(changeable or basically good and
unchangeable): can be trusted
cannot be trusted) there are evil and
good people in the
world
People nature/ Subjugation to Harmony
nature
with Mastery
nature:
over
relationship
Time sense
Activity
nature life is
largely controlled
by outside forces
Past oriented
(traditional
bound): people
should learn from
and evaluate the
glorious past
Being:
spontaneously
people
should challenge
and control value
Present oriented Future oriented
(situational): (goal oriented):
make the most plan for future in
present moment; order to make it
live for today. better than for
Being
becoming:
past
in Doing
action
stress
and
express impulses emphasize self- accomplishment
and distress;
stress who you
are.
13
realization,
development of all
aspects of the self
as on integrated
whole
Social relations Lineal Collateral (group Individualistic:
(authoritarian): oriented): a each person is
lines of authority person is an autonomous and
are clearly individual as well should have equal
established, with as a group rights and control
dominant- member Ill over his or her
subordinate collective own destiny
relationships decisions
clearly defined
and respected
Source: Florence R.(2005) "dominant and variant values orientations"
2.2. 7 Key areas for developing a cross-cultural value marketing strategy
Considerations in approaching a foreign market.
Geographic area homogenous or heterogeneous with respect to cultural values.
How narrow are the behavioural boundaries or norms imposed by the cultures.
According to George(2003). Needs that can be fulfilled by a product in a certain
culture. The needs that products currently meet a certain cultural values.
Other needs that the product can satisfy the other products that currently
meeting those needs and the importance of these needs to people in culture.
Groups needing the product can afford it, number of people that need and
cannot afford it, how finance is obtained and government subsidy possible.
Values relevant to the purchase and use of the product, decision makers
(husband or wife), adult or child, will use of the product contradict any values,
such as hard work as a positive good, will ownership of the product go against
any values such as non material orientation, the purchase of the product
14
require any behaviour, such as financing, that may be contradict a value,
values that support to consumption of the product.
The distribution, political and legal structure concerning legal requirements
must the product meet, legal requirements must marketing mix meet.
Way of communicating about the product. Language that can be used forms of
non verbal communications that will fit with the cultures values system.
Ethical implications of marketing the product in such a manner in a country.
The uses of the product impair the health or well-being of those using it, the
use or disposition of the product has negative side effects on the environment
or economy.
The value orientations influence behaviour
Figure 2: showing value orientations influence behaviour
Other Society's view of Consumption
oriented relationship
values between people
Society's view of Purchase Entertainment
relationship with oriented
environment
Objectives/ Self-oriented
approaches to life Communication values
society finds
desirable
Source : Florence R. kluckhehn(2005) « dominant and variation values orientations »
15
2.2.8 The following are cultural values of relevance to consumer
behaviour.
According to Jobber(200 1) classified cultural values of relevance to consumer behaviour into three categories: environmental-oriented values, other oriented values, self-oriented values
The environmental-oriented values
Cleanliness. To what extent is cleanliness pursued beyond the minimum
needed for health.
Performance (status). Isthe culture's reward system based on performance or
on inherently superior to new patterns of behaviour?
Risk taking/ security. Are those who risk their established positions to
overcome obstacles or achieve high goals admired more than those who do not?
Problem solving/ fatalistic are people encouraged to overcome all problems or
do they take a "what will be" attitude?
Nature, is regarded as something to be admired or overcome?
Other oriented values
Individual/ collective. Are individual activity and initiative values more highly
than collective and conformity?
Romantic orientation. Does the culture believe that "love conquers all?"
Adult/ child. Is family life organized to meet the needs of the children or adults?
Masculine/ feminine. To what extent does social power automatically go to
males?
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Competition/ cooperation. Does one obtain success by excelling over other or
by cooperating with them?
Youth/ age. Are wisdom and prestige assigned to the younger or older
members of culture?
Self-oriented values
Active/ passive. Is a physical active approach to life valued more highly than
less active orientation?
Material/ ·non material. How much importance is attached to the acquisition or
material wealth?
Hard work/ leisure. Is a person who works harder than economically necessary
admired more than who one does not?
Postponed gratification/ immediate gratification. Are people encouraged to
"save for rainy day'' or "live for day?"
Sensual gratification/ abstinence. To what extent is it acceptable to enJOY
sensual pleasures such as food, drink and sex?
Hummer j serious. Is life to be regarded as a strictly serious affair or is it to be
treated highly?
2.3 The concept of buying behaviour
Kolter et al (2002) referred to buying behaviour of the final customer's
individuals and households who buy goods and services for personal
consumption.
Kermally (2004) contributes that buyer behaviour at individual as well as
collective level should be considered seriously.
17
DR. S. Gupta and Sumitra Pal(2003) defined a buyer as a person who makes
the actual purchase.
There are some types of buying behaviour which are discussed as below.
2.3.1 Nature of consumption
Bradley(2002) assent that the marketing managers can most appropriately the
consumer /buyer as a problem solver;
A decision-making unit(individual, family, household or firm) that takes in
information(consciously and unconsciously) in light of existing situation, and
takes actions to achieve satisfaction and enhance lifestyles.
Problems arise for consumers in their attempts to develop, maintain and for
change their lifestyle changes that pose the additional consumption problems
and result to now purchases, new attitudes and related changes that in term
bring about further lifestyle changes. It must be stressed that most consumer
problems and resulting decision evolve very little importance or effort on the
part of the consumer. Satisfying based on limited information processing is the
norm.
Consumer lifestyle. A person's lifestyle is how he lives, products. He buys. How
he uses them and how they think about the products.
It is manifestations of self a concept the total image of yourself as compromise
your daily existence. It is your past and future plans.
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Model of consumer behaviour
Figure 3: Showing model of consumer behaviour
Marketing Other stimuli Consumers Consumer
stimuli black box responses
Product Economical j technical Consumer's Product choice
Price Political Characteristics Brand choice
and consumer
decision process Purchase
emotional'
Place Cultural - -
Promotion - - -
In the above, or the left side, the marketing stimuli of 4ps: product, price,
place and promotion. Other stimuli include major force and events in the
consumer's environmental economic technological political and cultural and all
those stimuli enter consumer's black box where there are turned into a set
observable consumer responses shown or right side as above in figure 3.
2.3.2 Types of consumer behaviour
According to Richard(2005),complex consumer behaviour. Is whereby
consumer goes through complex consumer behaviour when they are highly
involved in the purchase and aware of significant differences existing among
brands. Consumers are highly involved in the purchase when it is expensive,
infrequent or risky. The consumer will pass through cognitive learning process
characterized by first developing beliefs about a product then attitude and
19
making a thoughtful purchase choice. The marketer of the product must
understand the information gathering and evaluation behaviour of consumer
Dissonance-reducing consumer behaviour. Sometimes the consumer is highly
involve in purchase but sees little difference in the brands. The high
involvement is a gain based on the fact that the purchase is expensive,
infrequent and risky and in this case the consumer will shop around to learn
what is available because the brand differences are not pronounced. The
consumer may respond primarily to a good price or the convenience of
purchasing at the time or place. After purchase consumer may experience post
purchase dissonance because of noticing certain disquieting features of bought
products. Consumer starts learning more things and seeks to justify his/ her
decision to reduce the dissonance.
Habitual consumer behaviour. Many products are bought under conditions of
consumer involvement and the absence of significant brand differences say
purchase of salt where consumers have little involvement in this product
category. They go to the store and reach for the same brand it is out of habit
and strong brand loyalty. Consumer behaviour here does not pass through to
normal belief/attitude/behaviour sequence. Consumers do not search
extensively for information about the brands or evaluate their characteristics
and make a weighty on which one to consume instead they are passive receipts
information.
Variety seeking consumer behaviour. Some consumer situations are
characterized by consumer involvement but significant brand differences.
Customers have significant consumer behaviour brand switching for example
purchasing biscuits. Consumers choose brand of biscuits without much
evaluation and evaluates it during consumption and next time consumer may
reach for another brand out of boredom or wish for different taste.
20
2.3.3 Stages in consumer decision process.
Jobber(2005), stated consumer decision process in five stages include: problem
recognition, information search, evaluation of alternatives, purchase decision,
post purchase behaviour
Problem recognition
The consumer process starts when the consumer recognizes a problem or need.
The need can be triggered by internal or external stimuli. With external
stimulus, one of the persons normal needs-hunger, thirst, sex-rises to
threshold level and becomes a drive, or ·a need can be a roused by external
stimulus. Marketers need to identify the circumstances that a trigger a
particular need. By gathering information from a number of consumers,
marketers can identify the most frequent stimuli that spark an interest in a
product category. They can then develop marketing strategies that trigger
consumer interest.
Information search
An aroused consumer will be inclined to search for more information. We can
distinguish between two levels of arousal or key interest to the marketer are
major information sources to which the consumer will turn and the relative
influence each will have on the subsequent purchase decisions. Information
sources are personal, commercial, public and experiential souses.
21
Evaluation of alternatives
There is no single process used by all consumers or by one consumer in all
consumer situations. There are several decision evaluation processes, the most
current models of process as cognitively oriented. That is they see consumer as
forming judgments largely on a conscious and rational basis, consumers vary
as to which product attributes they see as most relevant and the importance.
They will pay the most attach to each attribute that deliver the sought benefits.
Purchase decision
In the evaluation stage, the consumer forms preferences among the brand in
the brands in the choice set. The consumer may also form an intention to buy
the proffered brand. However, two factors can intervene between the purchase
intention and the purchase decision. The first factor is attitudes of others and
the second is unanticipated situational factors. In executing a purchase
intention, the consumer may make up the top five purchase sub-decision; a
brand decision, vender decision, quantity decision, timing decision, payment
method decision. Purchases of everyday products involve fewer decisions and
less deliberation.
Post purchase behaviour
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction. The marketer's job doesn't end when the product
is brought marketers must monitor post purchase satisfaction, post purchase
actions and post purchase uses. Marketers must also monitor how buyer's use
and disease of the product say if the consumers store the products in the
closer, the product is probably not satis:t'ying and word of mouth will not be
strong.
22
2.3.4 Roles of consumer
Berkwitz (1989) classified roles of consumer in 8 types
Influencers; who provide information to others about product and services
Gatekeepers; who control the flow of information about a product
Deciders; who decide on any component of buying decision whether to buy,
how to buy or where to buy
Buyer; who make the actual purchase
User; who consume or use the products or services
Preparer; who transform the product into a form suitable for consumption
Maintainer; who repair the product so that it will provide continued
satisfaction
Disposers; who carry out the disposal of particular product or services
2.4 Relationship between cultural values and consumer behaviour
According to Bradley(2003), cultural values are very important for international
marketers to understand the beliefs and goals shared by members of society
regarding ideal and state of life and mode of conduct.
Society shapes consumers basic values which affects the consumer behaviour
and determine how they respond to various situations. There is a link between
member's attitudes and receptivity towards foreign products and services.
The cultural values marketers consider in relation to consumer behaviour of
people are language, customs, tastes, attitudes, lifestyle, moral standard which
23
will motivate consumer and influence their needs and wants and how sellers
satisfy them.
In developing marketing program, cultural values are considered in relation to
consumer behaviour of people in order to develop a program, which will be
understood by various cultures in various countries. Because nearly every
country has it cultural traits that influence not just the need and want of
consumer but also they affect the consumer behaviour and how marketers go
about to satisfy these needs.
Marketers must be sensitive in determinin15 what products/services to provide
to different cultures basing of their values and the relationship between
products provided and cultures of a given society and how they are perceived.
Each society contains sub-cultures and groups of people with shared values
systems based on common life experiences or situations and member of society
share common belief, preferences and behaviour to extent that sub-cultural
groups have specific wants and consumer behaviour; marketers can choose
sub-cultures as their target markets.
Understanding cultural values and consumer behaviour of consumers is
difficult enough to many companies and marketers within borders of a single
country but failing to understand these customs and behaviours from country
to another and culture to another spells disaster for a company and its
products and programs.
Cultural values affects consumer behaviour through common habits and
patterns of living of people in daily activities and of the common interest in
entertainment, sports, news and even advertising. Cultural values influences
when and how the drives will be gratified.
Secondary cultural values operates primarily by setting rather loose
boundaries for individual behaviour and influencing the functioning of such
24
institutions such as family structure and thus cultural values provide a
framework within which individual and household lifestyles evolves in
consumer behaviour.
Cultural values supplies boundaries within most individuals think and act
nature of cultures values influences to consumer behaviour is such that we are
seldom aware of them. One behaves, thinks and feels in a manner consistent
with other members of the same cultural values because it seems cultural or
right to do so. The influence of cultural values on consumer behaviour is
everywhere and generally taken for granted unless there is a fairly rapid
change in its nature.
The boundaries of cultural values like norms are simply rules that specify or
prohibit certain consumer behaviours in certain situations and are based on or
derived from cultural values. Some tension or strain between conflicting
cultural values is probably characterized by consumer behaviour in advanced
societies.
Marketers should understand that cultural values are not statistic and must
understand both existing values and emerging values of society because they
affect in consumer behaviours of societies in trying to serve what is needed.
Cultural values hides much more than they reveal and strangely enough what
they hide, most effectively from their own participants which affect the
consumer buying behaviour. Also environmental oriented cultural values affect
society's consumer behaviour view of the relationships between people and
their consumption/buying behaviour and affect the relationships with
environmental and purchasing behaviour say health requirements,
performance and traditional wears.
Self oriented values influence consumer behaviour through
objectives/approaches to life society finds desirable say people expected to take
25
a physical active to work and cultural values determines how people respond to
various situations and how people pick interest in buying products.
Violation of cultural values and norms results in sanctions or penalties ranging
from mild social disapproval to banishment from the group which affects
consumer behaviour as values give rise to associated sanctions which in turn
influence consumption patterns.
2.5 Other factors offer consumer behaviour
Asifo Shah (2004) made the other factors into 3categories include: social factors, personal
factors and psychOlogical factors.
2.5.1 Social Factors
Social factors also impact the behaviour of consumers. The important social
factors are: reference groups, family, role and status.
Reference Groups
Reference groups have potential in forming a person attitude or behaviour. The
impact of reference groups varies across products and brands. For example if
the product is visible such as dress, shoes, car etc then the influence of
reference groups will be high. Reference groups also include opinion leader (a
person who influences other because of his special skill, knowledge or other
characteristics).
Family
Consumer behaviour is strongly influenced by the member of a family.
Therefore marketers are trying to find the roles and influence of the husband,
wife and children. If the consumer decision of a particular product is
influenced by wife then the marketers will try to target the women in their
26
advertisement. Here we should note that buying roles change with change in
consumer lifestyles.
Roles and Status
Each person possesses different roles and status in the society depending upon
the groups, clubs, family, organization etc. to which he belongs. For example a
woman is working in an organization as finance manager. Now she is playing
two roles, one of finance manager and other of mother. Therefore her consumer
decisions will be influenced by her role and status.
2.5.2 Personal Factors
Personal factors can also affect the consumer behaviour. Some of the important
personal factors that influence the consumer behaviour are: lifestyle, economic
situation, occupation, age, personality and self concept.
Age
Age and life-cycle have potential impact on the consumer behaviour. It is
obvious that the consumers change the purchase of goods and services with
the passage of time. Family life-cycle consists of different stages such young
singles, married couples, unmarried couples etc which help marketers to
develop appropriate products for each stage.
Occupation
The occupation of a person has significant impact on his buying behaviour. For
example a marketing manager of an organization will try to purchase business
suits, whereas a low level worker in the same organization will purchase rugged
work clothes.
27
Economic Situation
Consumer economic situation has great influence on his buying behavior. If the
income and savings of a customer is high then he will purchase more expensive
products. On the other hand, a person with low income and savings will
purchase inexpensive products.
Lifestyle
Lifestyle of customers is another import factor affecting the consumer
behaviour. Lifestyle refers to the way a person lives in a society and is
expressed by the things in hisiher surroundings. It is determined by customer
interests, opinions, activities etc and shapes his whole pattern of acting and
interacting in the world.
Personality
Personality changes from person to person, time to time and place to place.
Therefore it can greatly influence the buying behaviour of customers. Actually,
Personality is not what one wears; rather it is the totality of behaviour of a man
in different circumstances. It has different characteristics such as: dominance,
aggressiveness, self-confidence etc which can be useful to determine the
consumer behaviour for particular product or service.
2.5.3 Psychological factors
There are four important psychological factors affecting the consumer
behaviour. These are: perception, motivation, learning, beliefs and attitudes.
Motivation
The level of motivation also affects the buying behaviour of customers. Every
person has different needs such as physiological needs, biological needs, social
needs etc. The nature of the needs is that, some of them are most pressing
28
while others are least pressing. Therefore a need becomes a motive when it is
more pressing to direct the person to seek satisfaction.
Perception
Selecting, organizing and interpreting information in a way to produce a
meaningful experience of the world is called perception. There are three
different perceptual processes which are selective attention, selective distortion
and selective retention. In case of selective attention, marketers try to attract
the customer attention. Whereas, in case of selective distortion, customers try
to interpret the information in a way that will support what the customers
already believe. Similarly, in case of selective retention, marketers try to retain
information that supports their beliefs.
Beliefs and Attitudes
Customer possesses specific belief and attitude towards various products.
Since such beliefs and attitudes make up brand image and affect consumer
behaviour therefore marketers are interested in them. Marketers can change
the beliefs and attitudes of customers by launching special campaigns in this
regard.
Conclusion
In the literature review, through a number of different authors explains all
about cultural values and consumer behaviour of people and their relationship.
It shows core values and secondary values, their variations, nature of
consumption, roles of consumer, relationship between the two variables and
how cultural values affect the consumer behaviours.
29
CHAPTER THREE
3.0 METHODOLOGY
3.1 Research Design
This research was descriptive in nature. The method was chosen because it is
the most appropriate in the study of cultural values and consumer behaviour.
To collect enough information from respondent's questionnaires, observation
and direct interviews were used.
3.2 Survey population
The survey population was based on management, employees and clients of
BRARUDI S.A. these were chosen because they represent a significant
proportion of the population in which cultural values effects consumer
behaviour of people.
3.3 Sampling
3.3.1 Sampling procedure
The researcher used stratified random sampling technique in selecting the
sample of 20 respondents out of 500employees. The researcher looked at the
management, employees and clients respectively. Then from there, the
researcher applied random sampling to select out to required number of people
to be interviewed and given questionnaires.
30
3.3.2 Sampling frame
This is a list of all elements of the survey population from which the sample
was selected. It was constructed to ensure that there is completeness,
occurrence and adequacy up to data, convenience and non-duplication of more
items.
3.3.3 Sample size
The study interviewed 20respondents out of 500 employees as its sample size.
This sample is assumed to be representative enough of entire population.
Table4: structure of the sample size
Category No. of respondent Response rate
Management 2 10%
Employees 10 50%
Clients 8 40%
Total 20 100%
Source: Primary data
3.4 Data collection, source, methods instruments
The sources of data collection was primary data and secondary data.
3.4.1 Primary data
This is where the researcher obtained the information from the study
environment by interviewing respondent that is to say members form the
management, employees and clients through use of questionnaires and
interviews because this data was obtained by the researcher for specific
research problem that originates this data
31
3.4.2 Secondary data
This is where the researcher obtained the information from the internet,
journal, newspaper and text books in the campus libraries.
3.4.3 Interview
Those aimed at bringing the researcher closer to the respondents and the
situation on ground.
3.4.4 Questionnaires
The questionnaires had both closed and open ended questions.
The close ended questions required confirmation of the statement by the
respondents while the open ended questions required the respondents to give
reasons and express their opinion.
3.4.5 Observation
The researcher tried to observe the behaviour of the respondents not because
the respondents are unwillingly to answer questions but because such
questions do not record issues relating to behaviour.
3.5 Data processing and analysis
Data was collected and checked for completeness and accuracy. It was then
coded, tabulated and relevant statistical techniques such average and
percentages were used to analyze data. The presentation was done using
tables.
32
Editing
The process of editing the questionnaires was done by the researcher herself
after collecting the responses and two ends of each question asked and the
researcher properly recorded.
Coding
After editing, coding was done to ensure that all answers obtained from various
respondents are classified into meaningful forms. The codes were carefully
designed based on the recorded answers to ensure that they are mutually
exclusive, exhaustive and representative.
Tabulation
This involved putting into statistical tables showing a number of accuracies of
responses in a particular question. This major purpose of tabulation was to
give a clear representation of various responses and the significance of each
representation of various responses and the significance of each response
depending on the magnitude of the corresponding number and percentage of
total respondents.
Data analysis
Data was analyzed and interpreted. This involved drawing statistical tables and
calculating the percentages of the responses to given questions. Frequency
tables and statistical techniques were used to represent data; hence
presentation was done using tables. Quantitative data was analyzed manually
based on topics related to objectives and research questions of the study.
Questionnaire were checked in order to detect and eliminate errors and
omissions in the completed questionnaires. Data was collected from interviews,
documents and observations field notes were to be processed by abstracting
33
answers from the data of each question on the interview schedule and
identifying emerging themes from the data to supplement from questionnaires.
3.6 Limitation of the study
The researcher encountered the following problems:
*Financial factor. The researcher insured lot of money in the preparation of the
report. The cost included among others costs of typing, photocopying, biding,
surfing and other miscellaneous expresses. These greatly constrained the
researcher budget.
*Time factor, the researcher faced the problem of limited available time. This
put the researcher on pressure since there were many other activities to be
done despite the limited available time.
*Language barrier, there was a problem of language as some respondents
would not express themselves due to difference in language of communication,
which would require interpreters and it could not be possible.
* Management reluctance realizing required information, some respondents
were not willing to freely give the information unless given explanations about
the importance of the study. This was solved by an introduction letter from the
institution.
34
CHAPITER FOUR
4.0 Presentation and discussion of the findings
This chapter presents the results of the research conducted on the cultural
values and consumer behaviour with a special focus on BRARUDI S.A in
BURUNDI. It shows the presentation, analysis and interpretation of the
findings.
This chapter is arranged in the following order;
General information from respondents.
Responses on cultural values
Responses on consumer behaviour attitudes
Problems hindering the BRARUDI S .A
4.1 General information for respondents
Gender of respondents
Table 1; showing gender of respondents
Gender frequency percentage
Male 11 55%
Female 9 45%
Total 20 100%
Source: primary data
35
- - ·· .-, -
- -~ -"--~
- -- - --
This table above shows gender of responses on employees. 55% is male and
female 45%. This implies that male population is greater which means most of
the employees are male may be because of the services provided
4.1.2 Age distribution
Table 2; showing age of respondent
Age frequency Percentage
15-24 5 25%
25-34 10 50%
35-44 4 20%
45-above 1 5%
Total 20 100%
Source: primary data
The table above shows the age distribution where by most of employees are
between 25-34 that is 50%, 25% which is between 15-24, 35-44 raise 20%, 45
and above is 5% . This implies that employees aged between 25-34 which is
50% are mostly likely to work in BRARUDI S.A because they are degree holders
4.1.3 Income distribution
Table 3; showing income distribution
Level of education frequency percentage
P.I.E certificate - -
0 ' level - -
A' level 2 10%
Diploma level 6 30%
Degree 10 50%
36
Masters 2 10%
None - -
Total 20 100%
Source; primary data
This table above shows education levels of respondents. It was found that none
has PIE certificate only and 0' level only none is not qualified. 10% have A' level
certificates, 10% Masters, 30% diploma holders and the biggest number. 50%
holds degrees. This implies that most of its employees are educated and this
one of the reasons contributing to its better performance.
4.1.4 Work experience
Table 4; Showing working experience of respondents.
Years Frequency Percentage
3-5 6 30%
6-10 8 40%
11-20 3 25%
21-30 1 5%
31and above - -
Total 20 100%
Source; primary data
The table above shows working experience of respondents, 5% have working
experience of 1year, 25% have experience of 3years, 30% working experience of
6years and 40% working experience of 8years. This implies that most of
employees have stayed in that field for long time and this contributes to the
BRARUDI S.A performance because of good working conditions
37
4.2 Specific findings
4.2.1 Responses on problems faced by BRARUDI S.A
Table 5; showing responses on problems of BRARUDI S.A
Factor
Insufficient products
Environmental legal
regulation
Unfavourable taxes
Lack of diversity
products
Resistance to change
Total
Source; primary data
frequency Percentage
10 50%
1 5%
5 25%
3 15%
1 5%
20 100%
The table above shows the problems faced by BRARUDI S .A. it was found that
environmental legal regulation is 5% and resistance to change , innovation of
materials is 15%, unfavourable taxes is 25% and insufficient quantity of
products is 50%.
38
4.2.2 Responses on how to solve problems hindering smooth management
Table 6; showing alternative solutions to hindrances
Alternative Frequency Percentage
sufficient products 8 40%
Branches 2 10%
More shareholder 3 15%
Innovation of new 1 5%
products
Custom.er satisfaction 6 30%
and retention
Total 20 100%
Source: primary data
The table above shows responses on how to solve problems hindering smooth
management of BRARUDI S .A. Research shows that 40% suggests sufficient
products, 30% customer satisfaction and retention, 15% more shareholders,
10% branches and 5% is for innovation of new products.
4.2.3 Responses on social economic factors Table 7; showing responses on social economic factors
Factors Frequency Percentage
Availability of utility 5 25%
Availability of roads 4 20%
Availability of health and facilities 4 20%
Availability of protection products 3 15%
Availability of financial services 4 20%
Total 20 100%
Source: primary data
39
-- --- --
The table above shows the responses on social economical factors. Research
found that availability of protection products was 15%, 20% was for availability
of health and facilities, availability of roads and availability of financial services
and 25% was for availability of utility.
4.2.4 Responses on consumer behaviour of people
Table 8; showing consumer behaviour in BRARUDI S.A
Factor Frequency Percentage
Quality 4 20%
Fair price 5 25%
Cultural factors 5 25%
Availability of various 3 15%
products
Access to customers 3 15%
Total 20 100%
Source; primary data
The table above shows the responses on consumer behaviour of people.
Research found that 15% represents availability of various products or services
15% r epresent access to customers, 20% represents quality services or
products, 25% cultural factors and 25% again represent fair prices. This
implies that cultural; factors represents a higher percentage of 25% and fair
prices which means that cultural values could be responsible for consumer
behaviour of people.
40
4.2.5 Responses on BRARUDI S.A
Table 9; showing performance of BRARUDI S.A products provided
Factor Frequency Percentage
Cheap products 2 10%
Quality products 8 40%
Variety of products 5 25%
Well organized 2 10%
management
Accessibility to 1 5%
customers
Good location 2 10%
Total 20 100%
Source; primary data
The table above shows responses on performance of BRARUDI S .A it was found
that 5% is access to customers, 10% is location, well organized management
and cheap products, 25% variety of products and 40% quality products. This
implies that the BRARUDI's performance relies on provision of quality products
followed by variety of these products
41
4.2.6 Responses on customer value
Table 10; responses on customer value
Factor Frequency Percentage
Understanding 4 20%
customer values
Creating customer value 3 15%
Delivering customer 3 15%
value
Sustainin.g customer 5 2q%
value
Capturing customer 5 25%
value
Total 20 100%
Source; primary data
The table above shows responses on customer value. It was found that 20%
represents capturing customer value, 25% sustaining customer value and
capturing customer value, 15% creating customer value and delivering
customer value. This implies that BRARUDI emphasize more on sustaining
customer and capturing customer value as important factors in business
42
4.2. 7 Responses on whether cultural values effect behaviours of
customers in BRARUDI S.A
Table 11; showing responses on effect of cultural values on consumer
behaviour
Responses Frequency Percentage
Yes 16 80%
No 4 20%
Total 20 100%
Source; primary data
The table above shows the r esponses on effect of cultural values on consumer
behaviours. Research found that 80% of the cultural values affected consumer
behaviour of people in BRARUDI. This means that cultural values are part and
parcel of consumer behaviour of people.
4.2.8 Responses on whether there is the relationship between cultural
values and consumption of products
Table 12; Showing responses on relationship between cultural values and
consumer behaviour.
Responses Frequency Percentage
Yes 18 90%
No 2 10%
Total 20 100%
Source; primary data
The table a bove shows responses on whether there is a relationship between
cultural values and consumption of the products. Research found that 90% of
43
responses given agreed that two have relationship which implies that
consumption is to a greater extent influenced by cultural values
4.2. 9 Responses on whether customers are available an increasing
Table 14; Showing responses on availability and increases of customers.
Responses Frequency Percentage
Yes 19 95%
No 1 5%
Total 20 100%
Source; primary data
The table above shows the responses on availability and increase of customers
in BRARUDI. 95% of responses suggest availability and increase in customers
and 5% represents few customers. This implies that BRARUDI's customers are
available due to fair prices and quality products and they are increasing
because of loyalty.
4.2.10 Responses on whether employees value traditions of customers
Table 15;
customers.
Showing responses on employees' value of tradition of
Responses Frequency Percentage
Yes 17 85%
No 3 15%
Total 20 100%
Source; primary data
44
The above table shows responses on employee's value of traditions of
customers. Research found that 85% shows that employees value their
customer's traditions and only 15% shows that employees don't value
traditions of customers. This implies that employees value their customers'
traditions highly and that could be the reason as to why the customers are
increasing because they feel at home.
4.2.11 Responses on how to promote BRARUDI's products
Table 16; Showing responses on how to promote products
Method Frequency p ercentage
Advertising 8 4 0%
Sales promotion 6 3 0%
Direct selling 2 1 0%
Trade fair 2 1 0%
Others 2 1 0%
Total 20 1 00%
Source; primary data
The table above shows the responses on how BRARUDI promotes its products.
Research found that 40% represent advertising, 30% sales promotion and 10%
direct marketing trade fair and others. This implies that BARRUDI use more of
advertising followed by sales promotion. Advertising mostly captures customers
ofBRARUDI.
45
CHAPTER FIVE
5.0 Summary, conclusions and recommendations
This study was carried to evaluate the effect of cultural values on consumer
behaviour in a company in BURUNDI, a case study of BRARUDI S.A. this last
bit of report includes summary, conclusions and suggested recommendations.
5.1 Summary
The research established the different cultural values that affect consumer
behaviour are comfortable life, a world of peace, nature and arts, family
security, freedom, happiness, inner, harmony, loving
The research established that there is a significant relationship between
cultural values and consumer behaviour are language, customs, tastes,
attitudes, lifestyle, moral standard which motivate consumer and influence
their needs and wants and how sellers satisfy them
The research established the other factors that offer consumer behaviour are social factors, personal factors and psychological factors.
5.2 Conclusion
From the discussion in the findings in chapter four and the summary above, it
can be concluded that cultural values do affect consumer behaviours of people
in BRARUDI S.A and the two variables have a strong relations.
There are other factors other than cultural values which influence consumer
behaviours in BRARUDI such as employee's performance, customer's value and
retention, advertising, quality products and availability of utilities.
46
The positive attitudes towards the BRARUDI are also important to consumer
behaviour after sale products offered to customers, increase in the number of
customers, adequate and educated labour force available and provision of
information to products provided.
Lastly, researchers found that there are some of cultural values which are very
important to the buying which are; self oriented values, environmental oriented
values, other values; are values and secondary values.
Consumer behaviour included complex consumer behaviours dissonance
reducing consumer beha~ours, habitant consumer behaviour and ~ariety
seeking consumer behaviour.
5.3 Recommendation
Having looked at effects of cultural values on consumer behaviours in
BRARUDI S.A and the relationship between the two, the researcher
recommends the following:
From the findings and conclusions that cultural values affect consumer
behaviours of people, there is need from BRARUDI S.A to do the following:
*There is need for expansion of the BRARUDI operations either through
branches or outlets
*The BRARUDI should produce more various products
* The BRARUDI should develop the system of distribution
*Try to get more access to customers
47
References
Belch G. And Belch M, (2003) . Advertising and promotion An integrated (1st
ed.) six reprint, Tata Mc.New Delhi Graw Hill India
Berkwitz K. R. (1989) Marketing (2nd ed.) Irwin Homewood USA
Bradley F. (2002) . International marketing strategy (4th ed.) London Prentice
Hall Irwin
Jobber, D. (2001). Principle and practice of marketing (3rd ed.)New York:
McGraw Hill
Kotler J, Mahens J, (2002). Marketing for hospitality and tourism( 2nd ed.)
person education Singapore Indian Branch.
Kotler, P. (2003) . Marketing management (11th ed.) London Pearson education
Indian
Richard M.H. (2005). Industrial marketing (4th ed.) New Delhi: Prentice Hall.
48
Appendix 1
Kampala international university
Faculty of marketing and management
Questionnaire on cultural values and consumer behaviour in BRARUDI S.A
in BURUNDI
Dear respondent,
I am a student of Kampala international. ~ carrying out research on the topic
cultural values and consumer behaviour. You have been identified of the key
respondents whose contribution would provide a useful input in this study.
You are kindly requested to fill in the questionnaire. The information you give
will be used for the purpose of this study and will be treated with utmost
confidentiality
SECTION A
PERSONAL DATA
1. Gender
Male D Female D
2. Age
15-24 D 25-34 D 35-44 D 45-above D
3. Position held in BRARUDI S.A
49
Work experience (in years)
3-5 D 6-1o D 21-3o D 31-above D
4 . Types of business or trade for which you are licensed?
Merchandising D manufacturing D marketing D
5 . Nature of your business
Sole trade CJ partnership D limited company D
6. Management qualifications (education)
A' level D Diploma D Degree D master's degree D
7. How many management staff do you have in your department?
Section B (tick as appropriate )
Current behaviour
1. Do cultural values affect behaviour of customer in BRARUDI S.A?
Yes No
2 . Are there any relationship between cultural values and consumption
products?
Yes No
so
3. If yes list some
4. What products do you normally offer?
5. Which of them are mostly bought?
6 . Do you normally provide information to customers about BRARUDI?
Yes No
7 . Are there after sales services offered to customers?
Yes No
8. If yes list them
9. Is the buying of you product increasing?
Yes No
10. Do you value traditions and cultures of different customers here?
51
Yes No ._I _ ___,
11. Does culture provide a detailed prescription for behaviour of
customer here?
Yes No
12. Are customers for you products available?
Yes No
13. Which class of customers do you serve?
High class
All classes
Medium class
14. Is there adequate labour force?
Yes No
15. Are financial services available?
Yes No
16. If yes examples
Central bank L...-----'1 commercial banks
17. If not give reasons
High interest!,_-------' corruption costly
52
low class
Forex bureaus
L...-----'1 security
18. Are insurance services available?
Yes No
19. Are the tax rates favourable?
Yes No
20. Is the place accessible?
Yes! No
21. Do you normally ·hold meeting here?
Yes No
22. Who are other organizations (stakeholder)?
Suppliers '-1 _ ____, customers shareholder
23. Which is the apex organization that approves or disapproves the
decisions taken in meeting?
24. How do you retain your customers?
25. How do you promote your products?
Advertising Sales promotion Direct selling
Trade fair
other( please specify) .............. .. ..... ..... .. .... .. .. .. .. ... ..... .
53
26. What problem are hindering the smooth management of BRARUDI
S.A
i) . . .. .. ................................. . ........................................... .. ..... . ....... . .
li) .. .. . .. ..... . .................................................... ... .. ... ... ....................... .
iii) ............ . ...... ... ... . ........ .. ... ..... ... ... ... . ......... ................................ ... .
Iv) .................... .... ....... ... .. . .............. . ...... . ....... ... . ..... .... ....... .. .......... . .
27. S':lggest solutions or attempt to resolve these pr~blems
i) .............. ............. .. ........................ .......... ... ...... .... ..... ... .... .. ...... ... .
ii) ....................................... .... ..... ... .. .............. ........ .. ..... ... .. .. ... ....... ... . .
iii) ... .. .... ... .... . ..... ........ .. ........ .. . ............... .. ..... . ... .. ... .............. ..... ..... ... . .
iv) .. ...... . ..... ... ............. . . .... . .. .... . .. .. ... .. ... ... ....... . ... .. .. .... .. ........... ...... . .. .. .
SECTION C (tick as appropriate)
ATTITUDE
1. Is culture responsible for consumer behaviour in BRARUDI?
Yes No
2. If yes what extent
Greater extent smaller extent
3. What factors lead people to buy products in BRARUDI
54
3. What factors lead people to buy products in BRARUDI
i) Quality D ii) Fair prices D iii) Cultural factors D iv) Availability of various product B v) Access to customers
4 . Do you think people have positive towards BRARUDI S.A?
Yes D NoD
5. If yes give some reasons as to why?
6 . Do you normally ask customers their attitudes about your products?
YesO No D
7. What are customer's comments on prices charged here?
Fair D High D Low D
8. How do you judge the performance of BRARUDI in term of services
provided in BURUNDI?
First class D Middle class D
9. Give reasons for your answer in (8) above
i)
ii)
iii)
Cheap services
Quality services
Variety of services
55
D D D D
low class D
iv)
v)
vi)
Well organized management
Accessibility to customers
Good location
10. What do you think the behaviours
i) Understanding customer value
ii) Creating customer value
iii) Delivering customer value
iv) Capturing customer value
v) Sustaining customer value
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B D